H&M
H&M is a global fashion retailer moving trends to the high street quickly, with designer collaborations and a wide size and price range.
A clean grotesque set small for product detail and very large for campaign headlines. Prices are always plainly stated.
make a sustainability claim without evidence
hide a price
show a garment that is not in the range
Wide leg denim, 29.99, in four washes.
Fast, plain and fashion literate. Name the trend, the garment and the price without ceremony.
Shoppers who follow fashion but buy at high street prices, refreshing a wardrobe rather than investing in it.
+Fashion at a price most people can pay
+Collaborations that bring couture to the high street
+Clothes for every size
×Gatekeeping in fashion
×Hiding the price
×Sizes that stop at medium
would die on
A trend that only rich people can wear is not a trend.
